Target audience is an important factor in relation to how my project idea will be produced, developed and eventually led to a final outcome.
To help identify my target audience, I will be studying 10 different songs on Youtube; all of which will relate to the genre of my chosen track – Jake Bugg - Broken. From this, I will hope to gain a stronger understanding of how the various artists have been presented and categorized in terms of the tracks gender. This will be done by identifying his/ her clothing, body language, setting, prop’s…etc.
Jake Bugg's music is categorized within the Indie-Rock genre, placing him along side many other similar solo artists. Having listened to 20 different solo artists; including Brandon Flowers, Brandi Carlile, Paolo Nutini and Jack Penate, it has become clear to me that they all share a common theme. One of the ways that this is displayed is through the clothing. For example, throughout the video for Jack Penate’s track “Pull My Heart Away”, the artist is shown to be wearing his own clothing. This is again displayed throughout Jake Bugg's track “Lightning Bolt”. This I believe is a common trend used for the indie – pop genre, and is something I will need to consider for my own music video. Another trend, which I feel is common within the Indie-pop genre, is the performance-based videos. For example, Jake bugg's - "Two Fingers". Throughout this video, the producer has used a combination of both narrative-based and performance-based shots. This, I believe creates a more entertaining video for the viewers, allowing them to observe both the artists identity and the links between the lyrics and the video (story behind the lyrics). This again, is another factor that I may need to consider for my own music video.
As you can see, the video itself has received a total of 1,635,014 views; 11,887 likes against 285 dislikes, meaning that the ratio in terms of people who enjoyed the video against the people who didn’t is a lot greater. To the right of the chart, it explains the locations where the video has been viewed the most and what audiences (gender/ ages) have the greatest interest in the song alone. The top three locations that listen to his music remain to be United Kingdom, Ireland and Scotland, with the top demographics in order from top; female 13-17years, male 45-54 and female 18 - 24. This gives me a clear indication as to the types of audiences my music video will appeal to the most.
As shown below are more examples of existing artists within the same genre, showing how their demographic statistics stand at this point in time.
Jack Penate - Pull My Heart Away;
Jack Penate - Pull My Heart Away (Female 13-17 years, Male 25-34 years)
Noel Gallaghers High Flying Birds - The Death Of You And Me ( Female / , Male 25-34 years)
Blink 182 - Whats My Age Again (Female 13-17 years, Male 25-34 years).
Red Hot Chili Peppers - Give It Away (Female /, Male 25-34 years)
The Killers - Human (Female 25-34, Male 25-34)
Kings Of Leon - Sex On Fire (Female 17-24, Male 25-34)
Miles Kane - Re-arrange my mind (Female /, Male 25-34)
The Drums - I Want To Go Surfing (Female 17-24, Male 17-24)
The Black Keys - Sister (Female 25-34, Male 25-34)
Mumford & Sons - Lover Of The Light (Female 17-24, Male 25-34)
From the research shown above, it is clear to me that the demographic ages that my video will be targeting for both male and female audiences are; Female 17 - 24, Male 25 - 34. In terms of my overall target audience, I am aware of the age range my music video should be appealed to. I have thought strongly about how to reflect the audience through the props used throughout the video. Props such as a skateboard and guitar approach a wide range of younger audiences, and will hopefully capture their attention to listen to my chosen artist.
Stereotypes;
- A typical young man (teenager) experiencing a rough stage in his life - whether it be because of breakup or personal problems, this will allow many of the younger teenagers in society to relate to the character in the song.
- Props such as a skateboard, drugs, alcohol...etc all relate to the younger audiences - both male and female.
- The narrative is one which will reach out to my target audience, allowing them to relate themselves to the given situation.
- In terms of the cinematography, I will be using many interesting and intriguing shots through various movements and angles. The editing will be slow-paced to allow the video to capture the mood and emotion of the song.
Given the information above, I have come to the conclusion that my target audience for my video is teenagers and young adults between the ages of 17 - 25; both male and female. In terms of the ratio, given the short list above I was able to work out a rough estimate of 65% male to 35% female; a 3:1 ratio. As my video consists of only one male character, I felt that I must consider and allow content which will address and connect with both genres. In order to do this, I must rely heavily on the narrative to portray that connection with both the male and female audiences.
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